Consumers’ Beliefs About the Effects of Trade

Economists agree about the virtues of international trade, but consumers may not. Four studies showed that consumers are intuitive mercantilists, believing that imports are harmful and exports are beneficial. These effects led consumers to moralize imports and decreased willingness-to-pay. Framing transactions in terms of accounting identities reduced anti-trade beliefs.


Samuel Johnson, Jiewen Zhang, and Frank Keil (2019) ,"Consumers’ Beliefs About the Effects of Trade", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 671-672.


Samuel Johnson, University of Bath, UK
Jiewen Zhang, University of California, Davis, USA
Frank Keil, Yale University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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